We always try to surround ourselves with beautiful and pleasing to the eye things: clothes, cars, interiors of houses, we can go on and on. Beauty is pleasant to our eyes, everything beautiful lifts our spirits, we want to share this beauty with people close to us. We dress up for our beloved, decorate our homes, give original presents – we create the outer shell of our lives. The product lives in the same way: it is hidden in beautiful packaging, designed to attract the attention of consumers and sell, sell, sell.
The product shell, the packaging is the most important attribute of the brand, on whose shoulders lies the responsibility for the success of the product in the market. Beautiful and attractive packaging is very important to the consumer. After all, in addition to performing its direct task, the storage of the product and transfer of information about it, it can perform a number of other functions: to be a real decoration of the table, to serve as a “box” for storing necessary small things, and just a part of the interior.
Today the creation of packaging is determined by the formula – “usability + originality = success. What is its essence? Let’s look at an example. Packing has a number of quite concrete functions:
- protection of goods from all sorts of damage during storage and transportation;
- Notification of the characteristics of the product;
- preservation of consumer properties of the goods;
- attraction of attention;
- image carrier, etc.
Let us assume that packaging is the “home” for the goods. Then we will refer the first three functions to practicality, the last to originality. Just as it is important for a person’s home to be stable, reliable, but also beautiful and individual, so it is with a product. To survive on the shelves next to dozens or even hundreds of competing products, it needs to combine these two characteristics, thus shaping its own success. After all, when the consumer comes into the store, he or she is simultaneously attacked by hundreds of different packages screaming: “Buy me!” That is why manufacturers have to resort to various tricks and tricks.